PURCHASE INTENTION OF HALAL LOCAL BEAUTY BRAND DURING COVID-19: THE ROLE OF INFLUENCERS’ CREDIBILITY AND HALAL AWARENESS

PURCHASE INTENTION OF HALAL LOCAL BEAUTY BRAND DURING COVID-19: THE ROLE OF INFLUENCERS’ CREDIBILITY AND HALAL AWARENESS

By applying the Stimulus-Organism-Response (SOR) model, this study investigates whether influencers’ credibility and halal awareness influence customer’s perceived value which, in turn, affects their purchase intention. Gathering data using an online survey and applying the SEM-PLS method, we find t...

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Bibliographic Details
Main Authors: Ismi Tazlia, Dety Nurfadilah, Sasotya Pratama
Format: Article
Language:English
Published: Bank Indonesia 2023-08-01
Series:Journal of Islamic Monetary Economics and Finance
Subjects:
halal beauty brand, influencers’ credibility, halal awareness, perceived value, purchase intention.
Online Access:https://jimf-bi.org/index.php/JIMF/article/view/1623

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